February 1st, 2016
Today, Telenor Group announced the acquisition of Tapad Inc., an industry leading, cross-device marketing technology company. Through the acquisition of Tapad, Telenor will add advanced digital capabilities to its core telecom business and secure a foothold in the growing advertising and marketing technology industry.
LUMA Partners represented Tapad in the transaction.
The mobile advertising market is growing rapidly as marketing spend continues to shift with the change in consumer behavior. As we mentioned in our State of Digital Marketing presentation, the growing number of devices and time spent across them is making identity and cross-device capabilities a necessity in digital marketing, driving the development of better tools that address device fragmentation. Tapad has become the leader in this space with its Device Graph technology that connects user behavior across screens and enables measurement and monetization from these audiences. With Telenor’s 200 million mobile subscriber base across 13 markets, the combination of Telenor and Tapad’s innovative technology opens up large opportunities across established and emerging markets around the world.
Congratulations to Tapad and Telenor!